The Competition Strategy Research Of Henan Z Bearing Group Limited Company

China's economic development has entered a new normal, in the case of economic downward pressure is increasing, the competition in the bearing industry will be more and more fierce. Although our country has been among the major world's bearing production country, however, the development of the bearing industry has been restricted by the problems as high precision?high technology and high value-added products proportion is low, poor product stability, low reliability and short life. The situation of the bearing industry is "big but not strong". Traditional bearing enterprises need to formulate and exert competitive strategy to achieve long-existence and long-development in this kind of environment.This paper is based on the Henan Z Bearing Group Co., Ltd as the research object, accorded to current situation of the company for environmental analysis, chose a competitive strategy for the development of enterprises.firstly, used the PEST method from the political, economic, social, technological four aspects to analyze the macro environment; used Porter's five forces model to analyze the bearing industry environment, then recognized the opportunities and threats of the company from the analysis of the external environment. Secondly, through field survey, analyzed the internal environment as the company's own ability and resources from five aspects: human resources, financial management, technical ability, production management, marketing, etc, to realize the advantages and disadvantages of the company. Thirdly, the SWOT analysis method is used to find out the the company's overall strategy, development goals and tasks, chose the competition strategy, which not only has the market prospect, but also conducive to enterprises to optimize the allocation of resources, then designed the company development plan in the next five years. Fourthly, put forward specific measures on the implementation of competitive strategy.Through the comprehensive analysis, the author believes that there are opportunities and threats in the bearing industry, and the company Z has its own unique advantages and disadvantages. If the company want to get great development in the fierce competition, we should choose the overall strategy which is opportunity +advantage of "SO" (expansion type), and choose the combined competition strategy which contained focused cost leadership and focused differentiation strategy. According to different products of the company choose different competition strategies, and put forward the specific measures. It is hoped that this paper is useful for further development of Company Z and transformation and upgrading of our country's bearing industry.